Rémy Martin XO x Steaven Richard debuts in travel retail at Paris Charles de Gaulle

The House of Rémy Martin has partnered with Lagardère Travel Retail to debut the Rémy Martin XO x Steaven Richard XO Cognac in travel retail at Paris Charles de Gaulle Airport.

As reported, the Cognac Fine Champagne house has partnered with renowned metalwork expert Steaven Richard to create a limited-edition Rémy Martin XO, with more than 40% of the limited edition set to be released in global travel retail.

Gifting appeal: The in-store activation had a gift-wrapping station

The Cognac Fine Champagne’s travel retail debut at the French airport in July 2019 was accompanied by in-store activation. A gift wrapping station designed to capitalise on the gifting appeal of the limited edition featured silk paper sleeves bearing Richard’s unique pattern and stickers containing a message. Each purchase was also accompanied by GWP: a set of Rémy Martin XO x Steaven Richard coasters.

“This limited-edition Rémy Martin XO x Steaven Richard is a fine example of the exquisiteness we are capable of,” Rémy Cointreau’s Sebastien Devallet says

Lagardère Travel Retail Liquor Senior Category Manager Sandrine Verrecchia-Godin commented: “Our customers are constantly looking for exclusive travel retail products as well as gifting products. We are thrilled about this collaboration, Rémy Martin XO x Steaven Richard, that combines both ideas and enables customers to bring back to their loved ones a unique product from their trip to Paris.”

40% of the worldwide volume of the limited edition will be introduced to the global travel retail market

The Paris activation will be followed by activity at DXB (Dubai International Airport), as well as the release of the Cognac at key airports in China, Hong Kong, Japan, South Korea, Malaysia, Taiwan, Thailand, Singapore, Australia, India, France, UAE, Bahrain, Oman, Qatar, Canada and the US.

Rémy Cointreau Global Travel Retail Managing Director, Europe, Middle East, Africa and the Americas Sebastien Devallet said: “This artistic collaboration is one that we are particularly proud to bring to the travel retail channel. We are dedicated to working with our valued retail partners to deliver exceptional products and this limited-edition Rémy Martin XO x Steaven Richard is a fine example of the exquisiteness we are capable of. The roll-out with Lagardère in Paris has been a success, and we look forward to bringing this to other travel retail locations in the coming months.”

Artisan: Both Rémy Martin and the atelier Steaven Richard bear the Entreprise du Patrimoine Vivant (EPV) label

The starting point for the collaboration was the fact that both the House of Rémy Martin and the atelier Steaven Richard both bear the Entreprise du Patrimoine Vivant (EPV) label. It is a mark of recognition by the French State, rewarding French firms for their artisanal know-how and manufacturing excellence.

“This is more than just a partnership; it is the celebration of two worlds steeped in ancestral know-how, enhanced by the work of a team constantly searching for new ways to innovate. With Rémy Martin XO x Steaven Richard, we have captured the talent of both Rémy Martin’s cellar master and of a ground-breaking artist, delivering a unique work of art to share with our clients in global travel retail. Moreover, the dynamic marketing platform really immerses clients in the artist’s world, echoing the creativity and exceptional craftmanship that inspired the collaboration in the first place,” Rémy Martin Executive Director Augustin Depardon added.

Food & Beverage The Magazine eZine